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Competitive Analysis : Ritu Kumar 's Usp

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Competitive Analysis

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Ritu Kumar
Manish Malhotra
Anita Dongre

USP
Ritu Kumar’s USP is aari and zardozi work.
Ritu Kumar implemented this embroidery heavily in some suits and sarees. In deep, rich colours like dark fuchsia, maroon, and orange, this gold zardozi work makes for a heavy ensemble.
Her established forte is the blend of traditional Indian designs with the lines of international fashion which targets the young global Indian woman with a modern lifestyle.
She has sought to redefine age-old Indian traditions in the contemporary era/creating a style that is both rich in Indian aesthetics and modern sophistication.
Manish Malhotra is an expert in designing sari. The series comprises of fresh and very elegant designs of saree with eastern culture blended with some western touch.
Not only women, but even the outfits worn by several male Bollywood actors have been innovatively designed by him, which has made him an iconic fashion designer.
His collections for both men and women can be donned during any season of the year, as they can mold well under any climatic condition.
He has successfully maintained the delicate balance between designing for films, as well as haute couture.
Mughal architecture, traditional craftsmanship and the rich cultural heritage of India has always inspired Dongre and all her collections reflect this love and admiration. She keeps going back to her roots i.e. the city of Jaipur in Rajasthan, India in search for her design

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